Combining SEO, PPC and Social Media Marketing

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Digital Marketing Strategies Explained:
Combining SEO, PPC and Social Media Marketing
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Table of Contents
Serial Number
Content
Page Number
1
Introduction
3
2
SEO campaigns
4
3
PPC Campaign
5-6
4
Social Media
Marketing
7
5
Combining SEO,
PPC and Social
Media marketing
8-10
6
Benefits of Digital
Marketing
10-11
7
Conclusion
12
3
Introduction
Ever since the expansion of Google and the development of Search Engine Optimization techniques,
digital marketing has replaced all other traditional marketing efforts to be the most profitable
advertisement strategy in the world. Contrary to popular belief, digital marketing is not just a passing
trend as digitalization is the future of all industries. (Information credit: https://www.gillsolutions.com)
Digital marketers make it their responsibility to take the necessary measures to effectively promote a
brand online. A substantial amount of technical knowledge and skill is required for proper
implementation and is best left to a professional agency.
The three pillars of digital marketing, namely, SEO, PPC and Social media marketing have all been proven
effective for increasing website traffic, as well as overall sales. Individually these strategies can be
successful, but many marketers tend to combine the three to form a foolproof and effective marketing
strategy for their brand.
We will now discuss these three aspects individually.
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SEO Campaigns
SEO or Search Engine Optimization is the systematic process of increasing visibility for a website or web
page in the unpaid results of a search engine. In other words, SEO campaigns help companies to get
more pertinent traffic, which in turn generates leads and sales. It typically involves ethical techniques,
which do not go against Googleâ€™s guidelines.
When it comes to using Google for search engine optimization, there are several factors that have to be
kept in mind at all times.
ï‚· Google only records High-quality pages with relevant content and information about the search
query.
ï‚· Quality is determined by a number of means, but backlinks are still considered the top priority.
The websiteâ€™s quality, is determined by the number and quality of the other websites that link
back to the original page.
ï‚· Relevance is determined by a method called â€œcrawlingâ€ where website content is evaluated
algorithmically for checking the relevance.
ï‚· Visitor engagement with the website.
ï‚· Speed and navigation of the website.
ï‚· Checking only for high-quality content without any plagiarism or duplication.
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PPC Campaigns
The next strategy to consider is PPC or Pay-Per-click campaigns. In laymanâ€™s terms, it means the amount
of money spent to get a relevant advertisement clicked after which the user gets redirected to the
companyâ€™s website or a specific product page. P
PC campaigns are generally used to direct traffic to a companyâ€™s website. It involves the advertisers,
paying the owner of the search engine when a user clicks a particular ad.
PPC campaigns are carried out by a number of platforms developed by different sets of developers. The
three main platforms in use today include, Googleâ€™s AdWords, Bing Ads, and Facebook Ads. We will now
discuss each of them in brief.
1. Facebook Ads: Facebook is well known around the world as the biggest social media network
available, with a user base that has been growing exponentially over the past few years.
Facebook Ads take advantage of this and use it as an effective advertising medium. The stand
out feature here is their ability to laser target audiences. By sending links directly to recipients,
it serves as an important customer retention tool as well as brand expansion in a new market.
Keyword
Research
Proper Keyword
Implementation
Indexed Pages
High SERP
Rankings
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Logo:
2. Google AdWords: As the name suggests, AdWords was developed by Google and has become
popular with digital marketers everywhere. Since Google has the largest search traffic in the
world, AdWords can fetch the desired results if the proper keyword is implemented. It should
be noted that keywords which are considered should be specific and not generic.
Logo:
3. Bing Ads! :Bing Ads operate primarily on the Yahoo and Bing networks, and is the least used
among the three. Because Yahooâ€™s search pool is not that big, the efficiency of the platform
suffers quite an extent. However, it has proved to be effective while targeting audiences
belonging to an older demographic. Most marketers simultaneously run Bing Ads and Google
AdWords for an efficient mix.
Logo:
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Social Media Marketing
With the advent of platforms such as Facebook, Twitter, Instagram, Google + etc. and an influx of even
newer social media networks, digital marketers everywhere are just starting to realize the effectiveness
of digital marketing. Social media marketing harnesses the power of reach and communication that all
social networks posses. They employ detailed tactics and effective strategy to promote the relevant
content, which is crucial for customer engagement. Social media sites like Facebook have detailed
geographical, demographic and personal information, which can be used as filters for laser targeting
prospective customers.
The main strategy of social media marketing involves the concept of â€œword of mouthâ€. Individuals share
content and promotional messages with their family, friends, colleagues or anybody who is on their
contact list. This increases a marketerâ€™s reach significantly which would not have been possible with
other methods, eliminating unnecessary ad spending and optimizing all the marketing efforts.
Social media marketing also revolves around publishing â€œstickyâ€ or engaging content. Marketers hope
Bing Ads!
Google AdWords
Facebook Ads
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that a userâ€™s attention will be caught if the content is unique, relevant and engaging. Which in turn
increases the possibility of a purchase by the reader.
Combining SEO, PPC, and Social Media Marketing
We have talked extensively about each of the three main strategies in a digital marketing strategy. The
three strategies individually can produce great results if implemented correctly. However, because of
the increasing competition in the digital marketing landscape, marketers are looking to combine these
efforts to achieve the maximum result.
Below we will talk about how these strategies work together to achieve the specified marketing goals.
1. Integrating SEO with PPC:
Itâ€™s a well-known fact that search engine rankings rely on specific keywords or phrases for fetching the
desired results. SEO campaigns and PPC campaigns can be conducted through the AdWords platform.
PPC campaigns help SEO efforts a lot as it is not always possible to achieve the number one ranking,
organically. This phenomenon becomes truer in highly competitive markets within a short span of time.
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PPC campaigns can give the necessary boost. By simultaneously operating both campaigns, the quality
score of the keyword will remain stable and can increase in some cases.
2. Integrating PPC and Social Media
As mentioned before, social media has entwined with our lives and has drastically changed the way we
communicate and socialize with each other.
Quite naturally marketers conduct keyword research and competitor analysis, done using AdWords to
get important information. Information containing customer buying behavior and preferences are
analyzed and an appropriate PPC campaign is formed.
Operating both campaigns simultaneously, gives marketers a competitive edge, by promoting content
and increasing customer engagement via social media, and running PPC campaigns for a larger number
of clicks.
Search Engine
Optimization
- organic
- long-term results
- less expensive
Pay-per-click
-paid advertising
-highly sucessful
-quick,short-term
results
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3. Integrating SEO with Social media marketing
The information obtained from the keyword research conducted can have major implications for any
social media campaign. Keyword research gives marketers a fair idea of which search terms are
frequently used and can create relevant content to engage the audience on a more personal level.
Unique content containing industry related news, tips, listicles etc. could substantially increase the
chances of getting noticed. Thus many marketers have started developing blogs and linking it with their
social media accounts, after proper keyword implementation and content consideration.
All the above strategies are used by competent digital marketing agencies around the world to achieve
the perfect results at the minimum cost of the business owners.
Improved Customer
Engagement
Social
Media
Marketing
Pay-Per-
Click
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In a largely competitive market, digital marketing can certainly help optimize a companyâ€™s marketing
efforts, eliminating wastage or over expenditure on ads.
The Benefits of Choosing a Competent Digital Marketing
Agency as Your Partner
Digital marketing consultants are a dime a dozen and all of them arenâ€™t necessarily effective.
For a business owner, proper care must be taken to find the most competent options available.
The following points highlight the advantages of having a competent digital marketing company as a
marketing partner.
1. Strategy formation using analytics: Digital marketers are alert around the clock, monitoring and
gathering data about customer buying behavior, preferences and website traffic volume.
Analysis of these important bits of information allows marketers to see whatâ€™s trendy among
the customers. Appropriate business decisions would then be taken which can involve formation
of new ad strategies for the maximum benefits possible.
2. Performance upgrade using Content and Lead generation: Digital marketing always put a lot of
stress on developing unique content to drive customer engagement. The content should be
formed and published in such a way so as to help the marketers achieve specific commercial
goals. Social media marketing helps in lead generation by making use of informative and
engaging content to drive sales.
3. Conversion Rates are improved: Unlike other traditional forms of marketing, digital marketing
paves the way for better interaction with target audiences. Taking prompt and swift measures
like utilizing the generated leads to improve conversion rates can achieve results very quickly.
4. Increased Revenue Generation: Companies employ the services of digital marketing agencies to
increase profits. A competent digital marketing agency will know how to achieve better revenue
growth. They take the necessary measures to achieve higher conversion rates.
5. Competing with the Industry leaders: In highly competitive markets, small-scale businesses tend to
lose out on a lot of marketing opportunities. Thanks to the extensive promotional tactics used
by large-scale businesses and industry leaders. Using techniques like audience segregation,
laser-targeting etc., a digital marketing agency can help a small-scale business to compete at an
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equal level. It boosts up the companyâ€™s online presence, which means increased business
opportunities.
6. Earning Trust and Reputation: For a brand to survive in any industry, especially customer oriented
businesses, consumer interest plays a key part. A competent digital marketer knows how to
align the brand objectives with consumer interest to get the maximum results. Reputation is
very important and can easily be destroyed if a wrong business decision is taken. A competent
digital marketing agency will employ only ethical or â€œwhite hatâ€ techniques to diligently
accomplish all the tasks, keeping the reputation impact.
7. Ensuring Online Survival: As mentioned before digital marketing is important for maintaining a
strong online presence. The Internet plays an important part in the modern world and thus any
business, which fails to make an online presence, is doomed from the start. Using techniques
like targeting the specific people and employing the correct PPC and SEO campaigns ensures
that the brand has a stable online presence.
8. Competitor Insight: To get an edge over the competition, relevant information about competitors
must be known and studied extensively. Since digital marketing is so much in demand,
competitors also employ various tactics as part of their own strategy. Studying this information
can help marketers to be aware of the industry trends and demands at all times, and can modify
their own strategies accordingly.
9. Cost Effective: Last but not the least, digital marketing is a cost effective way of promoting a
brand. Unlike traditional media like billboards, TV/ radio or even print ads which require
substantial budgets to publish and produce, digital marketing does the exact same job but,
cheaper. Not only do they have a wider reach, but real-time measurability, which contributes
heavily to future strategy formation.
Conclusion
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Hence, to sum it up, PPC, SEO, and Social Media marketing are the three important aspects of a
successful digital marketing campaign.
The success of a campaign also depends on the level of skill and competency of the digital marketing
partner. Many businesses tend to go for in-house personnel, but associated costs make it expensive as
well.
By delegating these tasks to a specialized digital marketing agency, the management can be sure that
their marketing efforts are conducted in a positive and effective manner, while they can focus on the
companyâ€™s core competencies instead.
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Digital marketing has been gaining momentum in the past few years, with traditional marketing efforts being replaced by more effective promotional tactics. Digital marketing agencies employ various techniques like Pay-per-Click campaigns, Search Engine Optimization campaigns as well as Social media marketing. The attached e-book describes how threes three elements work in tandem to produce the best results for their clients.